Findley to Address TV Effectiveness at ARF AM2017

MASB Executive Director Frank Findley will present Television’s Brand Building Power – From GRPs to PRPs at ARF Audience Measurement 2017, June 12-13 at the Hyatt Regency in Jersey City, NJ. Findley will address how television’s sales effectiveness has changed since the 1980’s.

Radical changes continue to shape the media landscape. While much recent research has been conducted on the sales effectiveness of new platforms, less attention has been given to that media plan staple, television advertising. Is television as effective as it was in the 1980s? Or has its role diminished to the point of non-viability? And if still effective, how does it compare on a per-exposure delivery basis to other channel options available today?